November 28, 2009

Attention Wizard is an eye tracking simulation tool that can give you an indication of how people may interact with each page of your site. We are using it in private beta at the moment and it is a quick and effective way of gauging how good your design are at directing attention. Unlike traditional eye tracking this is inexpensive and requires no extra hardware or expensive user groups.

Here are some examples:

Our PPC page with clear route and call to action:

Attention map:

You can see how images draw the attention of the reader but the ultimate focus is directed to the call to action bar near the bottom of the page.

Compare that to a client's site we are working on who has a less well directed page:

And this is where attention is drawn to, you can see how distracted and confused visitors will be: